보상 진행률, 보상프로그램 크기, 포인트 적립크기 정보가 소비자의 보상물 선택 행동에 미치는 영향|RISS 상세보기

다국어 초록 (Multilingual Abstract)

Loyalty programs offer utilitarian or hedonic rewards via mediums of different magnitudes. Namely, in higher-magnitude (vs. lower-magnitude) programs, both reward distances (i.e., points required to redeem rewards) and step sizes (i.e., points earned per dollar) are larger. In particular, the upfront price reduction (i.e., pre-discount) can be repaid through the “Save Point” program, which means that the more the consumer uses his or her card and accumulates points, the quicker they will be reimbursed. In the current research, we first examine whether the effect of program magnitude (high vs. low) on consumer choice between utilitarian and hedonic rewards will vary depending on the presence or absence of unambiguous step sizes when consumers have earned 100% of the points needed to redeem rewards. Moreover, focusing on the Save Point users, we examine whether the interactive effects of program magnitude and the presence or absence of unambiguous step sizes on consumer choice between utilitarian and hedonic rewards will differ according to the reward progress rates (i.e., reward distance; near the reward vs. far from the reward). Specifically, we make the following predictions. First, when consumers have earned 100% of the points needed to redeem rewards, we predict that the higher-magnitude (vs. lower-magnitude) program will lead to the increased choice share of hedonic (vs. utilitarian) rewards in the absence of step sizes (hypothesis 1-1), whereas the effect of program magnitude (high vs. low) on choice between utilitarian and hedonic rewards will not be found in the presence of step sizes (hypothesis 1-2). Next, when consumers are close to their rewards (i.e., in the rewardnear condition), we predict that the higher-magnitude (vs. lower-magnitude) program will lead to the increased choice share of hedonic (vs. utilitarian) rewards in the absence of step sizes (hypothesis 2-1), whereas the effect of program magnitude on choice between utilitarian and hedonic rewards will not be found in the presence of step sizes (hypothesis 2-2). Finally, when consumers are still far from their rewards (i.e., in the reward-far condition), we predict that the higher-magnitude (vs. lower-magnitude) program will yield the decreased choice share of hedonic (vs. utilitarian) rewards in the absence of step sizes (hypothesis 2-3), whereas the effect of program magnitude on choice between utilitarian and hedonic rewards will not be found in the presence of step sizes (hypothesis 2-4). In this research, two experiments were conducted to test and confirm these predictions. Finally, we discuss the theoretical and practical implications of our findings and develop directions for future research.

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참고문헌 (Reference)

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